Weetabix Food Company and The Football Association [The FA] have partnered to encourage the nation to embrace healthy choices through their new ‘Eat Well, Live Well, Play Well’ initiative. The partnership will see the nation’s favourite cereal become the Official Breakfast Category Partner of the England Women’s and Men’s Senior Teams and lead partner of Wildcats.Weetabix will become the headline partner of The FA’s girl’s participation programme, Wildcats, which will be renamed to ‘Weetabix Wildcats’. Wildcats is for girls aged 5-11 who want to get involved with football for the very first time or want the opportunity to play with other girls their own age. There are currently over 1,600 Wildcats providers across England, giving girls the opportunity to play football in a fun and friendly environment which provides the perfect setting for girls to stay active, build confidence and meet new friends.Weetabix and The FA are committed to doubling the number of Wildcats providers by the end of 2024 and will work closely with performance experts at St. George’s Park to implement learning about nutrition as part of the Weetabix Wildcats programme.The new partnership will focus on Weetabix Original’s nutritional credentials, being low in sugar, salt, and fat, as well as high in fibre, helping to support the health of the nation with a strong start to the day.Gareth Turner, Head of Brand at Weetabix, said: “This is huge news for Weetabix. We are already known as the nation’s favourite cereal and working with The FA will only cement this further.“This partnership reinforces our belief that everyone can achieve their best with a proper, Weetabix start to the day, and we’re delighted that we can bring the Weetabix advantage to the next generation of talent through our work with the ‘Weetabix Wildcats’ and England Women’s and Men’s teams.“We are looking forward to collaborating with our customers in all trade channels to bring this to life during what are set to be two huge summers of sport. Stand-out activations in store, warehouses and online will undoubtedly drive footfall to the cereal aisle and raise awareness of the entire category, tapping into heightened shopper interest.”Kathryn Swarbrick, The FA’s Commercial and Marketing Director, commented: “Providing girls equal access to participate in football is an organisational priority. This will only be achieved with the support of committed partners and we’re delighted to welcome Weetabix to join us on this journey. The joint ambition to double Weetabix Wildcats sessions by the end of 2024 will play a crucial role in ensuring girls across the country have a fun, friendly and safe environment to play the game.We’re thrilled to also announce Weetabix as the Official Breakfast Partner of the England Senior Teams ahead of the next two huge summers for English football.”The partnership will run from April 2021, ahead of two big summers for England’s Women’s and Men’s teams with the UEFA Euro in 2021 and UEFA Women’s Euro in 2022. Supporting activity will feature across all Weetabix-branded cereal products, including Oatibix.